최소 단어 이상 선택하여야 합니다.
최대 10 단어까지만 선택 가능합니다.
다음과 같은 기능을 한번의 로그인으로 사용 할 수 있습니다.
NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.41 no.1, 2017년, pp.170 - 183
김윤정 (서울대학교 의류학과) , 이유리 (서울대학교 의류학과)
The rapid growth of digital consumption has significantly changed the shopping behavior of consumers. The consumption paradigm is changing; subsequently, an omni-channel has been introduced that empowers consumers to interact with firms through a myriad of touch points in multiple channels. This stu...
핵심어 | 질문 | 논문에서 추출한 답변 |
---|---|---|
기존의 채널 선택의 결정요인 중 주요한 결정요인은 어떠한 것들이 있는가? | (2007)은 정보탐색과 구매단계에서 온라인과 오프라인 채널 선택의 영향요인에 관해 연구하였으며, Neslin et al.(2006)은 기존의 채널 선택의 결정요인에 대한 연구를 검토하여 마케팅 활동, 채널 요인, 채널통합, 사회적영향, 상황적 요인, 개인 특성의 6가지 요인이주요한결정요인임을 제시하였다. Baek(2016)은 옴니채널 환경에서 소비자 구매결정과정을 인지, 경험, 주문, 결제, 수령 단계로 구분하고 구매 단계별 유통 채널선택에 영향을 미치는요인을 분석했다. | |
옴니란 무엇인가? | 이러한변화에 따라 온 · 오프라인이 유기적으로 통합된 옴니채널이 등장하게 되었다. ‘옴니(omni)’란 기업이 모든 채널을 연결해 고객에게 접근하는 것을 의미하며, 옴니채널이란 판매 과정에서 채널, 플랫폼, 구매 단계와 관계없이 일관된 브랜드 경험을 창출하기 위한 고객 접점과 커뮤니케이션 기회의 상승적인 통합을 뜻한다(Cummins et al., 2016). | |
온라인 구매, 오프라인픽업 서비스의 장점은 무엇인가? | 셋째, 구매 단계에서는 유통 채널 간 연계된 주문 수행 서비스를 활용하는 양상을 보였는데, 대표적인 것이 온라인 구매, 오프라인픽업 서비스이다. 이러한 서비스는 배송료, 배송 시간, 이동 시간 절약과 같은 혜택을 주고, 불필요한 면대면 접촉을 피할 수 있는 장점이 있기 때문에 소비자들은 이 서비스에 대한 활용 의지를 보였다. |
Ansari, A., Mela, C. F., & Neslin, S. A. (2008). Customer channel migration. Journal of Marketing Research, 45(1), 60-76. doi:10.1509/jmkr.45.1.60
Avery, J., Steenburgh, T. J., Deighton, J., & Caravella, M. (2012). Adding bricks to clicks: Predicting the patterns of crosschannel elasticities over time. Journal of Marketing, 76(3), 96-111. doi:10.1509/jm.09.0081
Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. doi:10.1086/209376
Baek, D. H. (2016). An analysis of factors affecting consumers' choice of distribution channel for the purchase decision-making process in omni-channel environment-Focused on purchases of apparel-. Unpublished master's thesis, Dong-A University, Busan.
Beck, N., & Rygl, D. (2015). Categorization of multiple channel retailing in multi-, cross-, and omni-channel retailing for retailers and retailing. Journal of Retailing and Consumer Services, 27, 170-178. doi:10.1016/j.jretconser.2015.08.001
Bell, D. R., Gallino, S., & Moreno, A. (2014). How to win in an omnichannel world. MIT Sloan Management Review, 56(1), 45-55.
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23-29.
Cao, L., & Li, L. (2015). The impact of cross-channel integration on retailers' sales growth. Journal of Retailing, 91(2), 198-216. doi:10.1016/j.jretai.2014.12.005
Chatterjee, P. (2010). Multiple-channel and cross-channel shopping behavior: Role of consumer shopping orientations. Marketing Intelligence & Planning, 28(1), 9-24. doi:10.1108/02634501011014589
Chatterjee, P., & Kumar, A. (2017). Consumer willingness to pay across retail channels. Journal of Retailing and Consumer Services, 34, 264-270. doi:10.1016/j.jretconser.2016.01.008
Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. doi:10.1016/S0022-4359(01)00056-2
Corbin, J. M., & Strauss, A. (1990). Grounded theory research: Procedures, canons, and evaluative criteria. Qualitative Sociology, 13(1), 3-21. doi:10.1007/BF00988593
Coughlan, A. T., Anderson, E., Stern, L. W., & El-Ansary, A. I. (2001). Marketing channels (6th ed.). Upper Saddle River, NJ: Prentice Hall.
Court, D., Elzinga, D., Mulder, S., & Vetvik, O. J. (2009). The consumer decision journey. McKinsey Quarterly, 3, 96-107.
Cummins, S., Peltier, J. W., & Dixon, A. (2016). Omni-channel research framework in the context of personal selling and sales management: A review and research extensions. Journal of Research in Interactive Marketing, 10(1), 2-16. doi:10.1108/JRIM-12-2015-0094
Dinner, I. M., Van Heerde, H. J., & Neslin, S. A. (2014). Driving online and offline sales: The cross-channel effects of traditional, online display, and paid search advertising. Journal of Marketing Research, 51(5), 527-545. doi:10.1509/jmr.11.0466
Edelman, D. C. (2010). Branding in the digital age. Harvard Business Review, 88(12), 62-69.
Jun, J. K., Joo, Y. H., & Yang, S. J. (2004). Analysing the effects of multi-channel strategy for CRM. Distribution Business Review, 9(2), 29-43.
Keen, C., Wetzels, M., de Ruyter, K., & Feinberg, R. (2004). E-tailers versus retailers: Which factors determine consumer preferences. Journal of Business Research, 57(7), 685-695. doi:10.1016/S0148-2963(02)00360-0
Kim, S. H., Park, G. Y., & Park, H. J. (2007). Factors influencing buyers' choice of online vs. offline channel at information search and purchase stages. Distribution Business Review, 12(3), 69-90.
Konus, U., Verhoef, P. C., & Neslin, S. A. (2008). Multichannel shopper segments and their covariates. Journal of Retailing, 84(4), 398-413. doi:10.1016/j.jretai.2008.09.002
Kumar, V., & Venkatesan, R. (2005). Who are the multichannel shoppers and how do they perform?: Correlates of multichannel shopping behavior. Journal of Interactive Marketing, 19(2), 44-62. doi:10.1002/dir.20034
Kushwaha, T., & Shankar, V. (2013). Are multichannel customers really more valuable? The moderating role of product category characteristics. Journal of Marketing, 77(4), 67-85. doi:10.1509/jm.11.0297
Levin, A. M., Levin, I. R., & Heath, C. E. (2003). Product category dependent consumer preferences for online and offline shopping features and their influence on multi-channel retail alliances. Journal of Electronic Commerce Research, 4(3), 85-93.
Mooney, K., & Rollins, N. (2008). The open Brand: When push comes to pull in a web-made world. Thousand Oaks, CA: New Riders Publishing.
Neslin, S. A., Grewal, D., Leghorn, R., Shankar, V., Teerling, M. L., Thomas, J. S., & Verhoef, P. C. (2006). Challenges and opportunities in multichannel customer management. Journal of Service Research, 9(2), 95-112. doi:10.1177/1094670506293559
Ortis, I., & Casoli, A. (2009, December 22). IDC Retail Insights Publishes a Guide to Enabling Immersive Shopping Experiences; The rise of omnichannel shopping requires providing an immersive and superior customer experience regardless of channel. IDC. Retrieved November 20, 2016, from https://www.idg.com/news/idc-retail-insights-publishes-a-guide-to-enabling-immersive-shopping-experiences-the-rise-of-omnichannel-shopping-requires-providing-an-immersive-and-superior-customer-experience-regardless-of-channe/
Park, E. H. (2016). A case study research on omni channel from the perspective of customer experience-Focused on the Hyundai card-. Unpublished master's thesis, Kookmin University, Seoul.
Park, J. K. (2015). 핀테크(Fintech)와 정보보안 [Fintech and information security]. Communications of the Korean Institute of Information Scientists and Engineer, 33(5), 23-32.
Patton, M. Q. (1990). Qualitative evaluation and research methods (2nd ed.). Thousand Oaks, CA: SAGE Publications.
Pauwels, K., Leeflang, P. S. H., Teerling, M. L., & Huizingh, K. R. E. (2011). Does online information drive offline revenues?: Only for specific products and consumer segments! Journal of Retailing, 87(1), 1-17. doi:10.1016/j.jretai.2010.10.001
Prahalad, C. K., & Ramaswamy, V. (2004). Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18(3), 5-14. doi:10.1002/dir.20015
Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 64-75.
Schramm-Klein, H., Wagner, G., Steinmann, S., & Morschett, D. (2011). Cross-channel integration - is it valued by customers? The International Review of Retail, Distribution and Consumer Research, 21(5), 501-511. doi:10.1080/09593969.2011.618886
Verhoef, P. C., Neslin, S. A., & Vroomen, B. (2007). Multichannel customer management: Understanding the researchshopper phenomenon. International Journal of Research in Marketing, 24(2), 129-148. doi:10.1016/j.ijresmar.2006.11.002
*원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다.
Free Access. 출판사/학술단체 등이 허락한 무료 공개 사이트를 통해 자유로운 이용이 가능한 논문
※ AI-Helper는 부적절한 답변을 할 수 있습니다.